How to Rank Your Website on ChatGPT

With ChatGPT changing how we access information online, it offers a fresh take on finding what you need.

This AI-powered search tool from OpenAI isn’t just another search engine; it organises answers in real time, with clear links to sources, so you can get direct info without sifting through pages of search results.

But here’s the first clue: some websites are already being cited, and you can track it.

The big question, though, is how to make sure your business stands out in those ChatGPT results.

I've been testing ChatGPT Search firsthand, asking it to explain why certain results show up.

From this, I’ve uncovered five main principles that influence its optimisation, which anyone looking to boost their visibility on ChatGPT would find useful.

TL;DR

For strong rankings on ChatGPT, focus on technical SEO, NLP optimisation, and a user-friendly experience. Understand your audience, create valuable content, and leverage AI tools to boost visibility.

What Does "source=chatgpt.com" Actually Mean?

If you’ve spotted this in your analytics or clicked on a ChatGPT-suggested link recently, you’ve already seen the future of search in action.

It’s a subtle shift, but a big one.

More and more, clients are asking us:

“Can we rank inside ChatGPT?”

“How do we show up when someone asks about services we offer?”

With the rollout of GPT-4o and ChatGPT Search, that question has finally become answerable. And actionable.

This isn’t just theory, it’s starting to drive traffic and leads right now.

Can Your Company Actually Appear in ChatGPT Results?

Early versions of ChatGPT (like GPT-3.5 and the first GPT-4 with browsing) were hit-or-miss.

Unless you asked super specific prompts, like “best seo agency in Melbourne”, you’d usually get vague answers or generic advice.

Even then, the results were often lifted from Bing, not curated by the AI itself. And unless you were a paid user, you didn’t even get browsing-enabled results at all.

But that’s changed.

With GPT-4o, the game has shifted. ChatGPT is no longer just summarising what it knows, it’s actively linking to live websites. That means your business can now be discovered, cited, and clicked, right inside ChatGPT.

Here’s how it works.

GPT-4o: Real Links, Real Citations, Real Opportunity

With the release of GPT-4o, ChatGPT doesn’t just talk about content anymore, it links to it.

Older versions like GPT-3.5 relied on a frozen knowledge base, and GPT-4 (with browsing) pulled in limited results from Bing.

But GPT-4o takes a step further: it actively cites real-time sources and includes clickable links in its answers.

That means if someone asks ChatGPT for:

“Who’s the best Shopify SEO agency?”
or
“What’s a good alternative to Ahrefs?”

…it might actually link to your website, if your content is strong, crawlable, and relevant.

We’re already seeing clients get leads from ChatGPT, not through ads, but by having the most useful answer to a specific question.

And unlike traditional search, where you’re buried under ads, answer boxes, and YouTube snippets, GPT-4o surfaces just a few high-quality sources.

It’s a cleaner, more focused discovery experience, and a real shot at standing out.

ChatGPT Search: From Prototype to Primary Discovery Tool

OpenAI first rolled out “SearchGPT” as a prototype to test AI-driven search. It was designed to merge ChatGPT’s conversational strength with live web data.

After months of refinement, they folded it into the main ChatGPT experience, rebranding it as ChatGPT Search.

It wasn’t just a feature rename. It was a signal:

ChatGPT is becoming a full-fledged search engine, and it’s already surfacing real-time results with citations, links, and clear sources.

I’ve been testing it extensively, looking at why certain links get cited, and how content gets pulled in.

From that testing, five clear patterns emerged.

I call them the Five Pillars of ChatGPT Visibility.

How to Track And Measure ChatGPT Traffic in GA4

Let’s get one thing out of the way:

❌ No, you can’t track mentions in ChatGPT easily yet.
✅ But you can track when someone clicks a link to your site from ChatGPT.

ChatGPT now includes referral links in its responses, and those links pass through to your analytics.

If you’re using GA4, here’s how to see that traffic:

Step-by-Step: Set Up a ChatGPT Traffic Filter in GA4

1. Open GA4
   Go to your property and head into the Reports section.

2. Navigate to:
   Reports → Acquisition → Traffic acquisition

3. Set the following filters:

• Session default channel group exactly matches: Referral

• Session source matches regex: chatgpt|openai

This regex filter ensures you’re catching:

• Older traffic marked as openai

• Newer traffic marked as chatgpt

Can ChatGPT Take Over Google?

ChatGPT is changing how we discover content,but it’s not replacing SEO fundamentals.

 Google still dominates search traffic by a huge margin, around 130~ billion visits per month as of October 2024, compared to ChatGPT’s 3.7~ billion.

This difference highlights Google’s role as the main stop for quick, straightforward information on just about any topic.

On the other hand, ChatGPT works as a conversational AI, drawing in users who are more interested in context-rich, interactive responses, often for creative or complex questions. The two platforms have pretty distinct strengths: Google excels at traditional, info-focused searches, while ChatGPT serves people looking for a more personalised, dialogue-driven experience.

All signs point to Google keeping its lead for typical search needs, while ChatGPT continues to grow a steady following for those who value an interactive, conversational AI.

Is SEO Still Relevant?

With ChatGPT changing how people search, it’s fair to ask: is SEO dead?

The short answer is yes.

SEO is evolving, not disappearing. Traditional search engines like Google still drive the majority of traffic online.

At the same time, optimising for AI-powered tools like ChatGPT adds another layer to how your brand can get discovered.

The “Five Pillars” of ChatGPT

I put together this framework to outline what it takes to rank in ChatGPT and see how these elements relate to traditional SEO.

• Pattern Recognition: ChatGPT relies on pattern recognition to find information that fits a query. Similar to SEO, where structured data and clear site organisation help search engines understand and rank content, pattern recognition in ChatGPT enhances its ability to pull relevant results accurately.
• Credibility Prioritisation: ChatGPT favours sources with a reputation for reliability and authority. This aligns with SEO’s focus on authority, where trustworthy backlinks and high-quality content boost rankings.
• Relevance Filtering: ChatGPT matches responses to specific questions, much like SEO’s goal of aligning content with user intent to meet specific needs.
• Timeliness Awareness: With the October 2024 update, ChatGPT now accesses real-time information, making it possible to provide answers that are current and relevant. This shift enhances its ability to deliver timely responses, especially for fast-evolving or recent events
• Diversity: ChatGPT benefits from a variety of perspectives, especially on complex or sensitive topics. This range allows it to deliver more comprehensive answers that feel inclusive and well-rounded.

These five pillars, Pattern Recognition, Credibility Prioritisation, Relevance Filtering, Timeliness Awareness, and Diversity, shape how ChatGPT selects and ranks content.

Note: While these principles come from observed patterns and user feedback, they’re not officially confirmed by OpenAI. However, keeping these pillars in mind can offer a useful guide for optimising content that fits well with both traditional SEO strategies and what seems to work with ChatGPT.

Why the Five Pillars Matter for Ranking in ChatGPT

What gets cited, and why.

1. Pattern Recognition

Make your content machine-readable.

ChatGPT surfaces content that follows recognisable structures. Clear hierarchy = higher chance of getting cited in search engines

What to do:

• Use consistent layouts, H2/H3 headings, and bulleted lists

• Add schema markup (especially Article, FAQ, Product)

• Ensure your site is indexed in Bing, not just Google.

2. Credibility Prioritisation

Get recognised as a trusted source.

ChatGPT prefers brands it’s seen in high-authority, reputable content, especially on repeat.

What to do:

• Publish well-researched, expert-led content

• Earn brand mentions on known sites (even without backlinks)

• Use clear bios, author attributions, and source links

3. Relevance Filtering

Align directly with user questions.

The model ranks content that clearly answers the specific intent behind a query.

What to do:

• Use conversational phrasing in keyword research not just exact-match keywords
  
  

• Structure content around actual search questions

• Optimise FAQs, guides, and lists to reflect real-world phrasing

4. Timeliness Awareness

Fresh beats stale.

Since the October 2024 update, ChatGPT prioritises live, current content. Stale info gets skipped.

What to do:

• Update core content regularly (every 3–6 months)

• Add “last updated” timestamps visibly on-page

• Monitor performance pages in Bing + SearchGPT weekly

5. Diversity of Perspective

Cover the full story, not just your angle.

ChatGPT rewards content that reflects varied voices and credible viewpoints—especially on complex topics.

What to do:

• Reference multiple sources or expert quotes

• Include international, cultural, or multi-sector insights

• Balance product-led content with external commentary

Quick Reference Guide: Five Pillars of ChatGPT

Each pillar provides steps you can use right away to enhance your site’s visibility and authority in ChatGPT, giving you a solid foundation for optimising in this AI-driven search environment.

How to Show Up in ChatGPT Results

Knowing what ChatGPT values is one thing. But how do you actually put this into action?

As AI-powered search continues to evolve, establishing a strong presence in tools like ChatGPT now can help ensure your brand remains visible in future search environments like ChatGPT.

Here’s a practical guide to increasing your brand’s chances of being featured, with strategies that align with ChatGPT Five Pillars.

1. Focus on Mentions Over Backlinks

In ChatGPT, mentions matter more than backlinks.

If your brand shows up consistently in trusted content, the model starts connecting the dots.

This pattern-based approach means your brand is more likely to be noticed if it’s mentioned often in high-quality, relevant industry content.

• Why It Matters: In terms of Pattern Recognition, frequent mentions help the AI recognise and categorise your brand accurately.
• What to Do: Prioritise getting your brand’s name mentioned naturally across key industry articles, news, and reports, rather than focusing exclusively on backlinks.

2. Target High-Authority Sites

Mentions on trusted, high-authority sites in your niche are essential. ChatGPT, like traditional search engines, gives preference to reliable, authoritative sources, so securing mentions on these platforms increases your visibility.

• Why It Matters: This aligns with the Credibility Prioritisation pillar, where AI favours well-known, trustworthy sources.
• What to Do: Identify authoritative websites within your industry and focus on getting your brand featured in their content. Being mentioned on these sites will boost your standing in ChatGPT responses and help build a foundation for future AI-driven tools.

3. Leverage PR Tools Like Muck Rack & Anewstip

Using PR tools can streamline the process of earning credible mentions. Muck Rack connects you with journalists and influencers who cover your industry, while Anewstip helps you track ongoing discussions relevant to your niche.

• Why It Matters: These tools can help your brand align with the Diversity pillar by ensuring your mentions appear across a range of reputable sources, strengthening your authority in a nuanced way.
• What to Do: Use Muck Rack to build relationships with industry voices, and monitor mentions of your brand through Anewstip. This helps you target outreach efforts strategically, ensuring your brand is highlighted in the right places.

4. Keep Content Fresh with Real-Time Updates

Since October 2024, ChatGPT can now pull real-time web data, making content freshness a key factor in visibility,  which greatly enhances its ability to provide up-to-date, relevant answers on fast-evolving topics and current events.

• Why It Matters:That shift mirrors what we already know about freshness in SEO: up-to-date content gets more traction.
  
   fresh, accurate content improves user engagement and boosts relevance in search results.
• What to Do: Regularly update your content with the latest insights and industry trends, ensuring it remains relevant for both users and AI. Clearly display publication and update dates on articles to communicate timeliness, enhancing your credibility in real-time search environments like ChatGPT.

5. Maintain a Multi-Channel Presence for Relevance Filtering

Appearing in ChatGPT or ChatGPT results doesn’t happen by accident, it’s about consistently showing up across multiple channels with content that directly addresses common user queries. Content that aligns closely with user needs is more likely to be highlighted by AI search tools.

• Why It Matters: This approach directly supports the Relevance Filtering pillar, where AI matches content to user intent.
• What to Do: Create content across platforms that addresses key questions, trends, and needs within your industry. Consider structuring FAQs, blogs, and expert insights to ensure your content consistently meets relevant search queries.

Limitations of the Five Pillars

While the Five Pillars are valuable for improving ChatGPT rankings, they do have limitations:

• Pattern Recognition relies on pattern-based responses, which can sometimes produce responses that sound accurate but may lack real accuracy or context.
• Credibility Prioritisation can sometimes misjudge the reliability of a source, especially in high-stakes or nuanced topics, potentially leading to inaccuracies.
• Relevance Filtering is often matched through pattern recognition, which may overlook subtle complexities in topics requiring more depth.
• With the recent October 2024 update, ChatGPT can now access real-time web data, eliminating the former knowledge cutoff. This change allows for more current, relevant answers, particularly for fast-changing or recent events. However, keeping content up-to-date is still crucial to stay visible in real-time search environments for Knowledge Cutoff and Timeliness Awareness.
• While Diversity in responses is prioritised, ChatGPT may struggle to fully capture nuanced cultural or complex perspectives, particularly when deep context is required.

Being aware of these limitations can help both content creators and users approach ChatGPT results with realistic expectations.

Ranking on ChatGPT vs. Google

Let’s clear something up:

Ranking on Google ≠ ranking in ChatGPT.

They have similarities that form the basis of having a brand appear in any type of search.

That's why SEO is still a great foundation to work off.

Here’s how it breaks down:

Google: The Traditional Powerhouse

Google still dominates search traffic—pulling in over 130 billion visits per month.

Its results are shaped by:

• Keyword relevance

• Backlink profiles

• Technical SEO signals

• Historical engagement data

• A layered UI with ads, snippets, FAQs, and videos

Use Google for:

• Competitive SERP visibility

• Content built for search volume

• Ranking for transactional or “best of” queries

But… it’s crowded.

Paid ads take up the top.

Organic rankings can be buried under features.

\And attribution isn’t always clear.

ChatGPT: The Answer Engine

ChatGPT has a smaller audience (3.7 billion monthly visits), but a unique edge: it gives one answer—and cites just a few sources.

Its answers are shaped by:

• Content structure and clarity

• Mentions across the web

• Real-time relevance

• Authority and recognisability

• NLP and pattern analysis

Use ChatGPT for:

• Owning answers to specific, high-intent questions

• Getting discovered via citations instead of clicks

• Visibility across long-tail and nuanced queries

It’s clean.

No ads.

Just answers.

Google vs ChatGPT: What’s the Real Difference?

You don’t need to choose between them.

• Google is still the front door for volume.

• ChatGPT is the backchannel for trust, authority, and answer ownership.

If you want to dominate organic search moving forward, optimise for both.

Because the brands that win in AI search will be the ones that show up everywhere people look—not just in one place.

Final Thoughts: Search + AI Need Each Other

AI-powered search tools like ChatGPT are changing how content is ranked and presented, providing a new framework for SEO strategy. While Google and ChatGPT share similar goals, they use very different approaches to achieve them.

• Google’s approach is that rankings rely on a complex blend of algorithms, including PageRank and BERT, that assess keyword relevance, page freshness, and historical data. The platform is highly effective for direct, specific information-seeking queries.
  
  
• ChatGPT approach prioritises structured, conversational content with clear organisation, designed to answer direct queries efficiently in one go. It leans on features like pattern recognition and schema markup, favouring authoritative, easily navigable content.

To optimise across both platforms, blend traditional SEO practices with adjustments tailored to AI-focused ranking methods. By doing this, your content will be better positioned for visibility, credibility, and relevance across both Google and ChatGPT.

Not sure if your content even shows up in ChatGPT?

You’re probably not alone, and that’s a problem.

Google rankings still matter, but AI search is moving fast.

If you want to cover both, our ChatGPT optimisation services are built to handle exactly that. No fluff, just results.